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Tag archives: creativity

How wonderful would it be if supermarkets could encourage healthy eating, at a cheaper price and in a way that helps the environment too? Well French chain Intermarche and agency Marcel have pulled it off with an inspiring case study video that tells the story very well.

Pinterest is the hottest thing in social content curation right now and has been billed as one of the top web properties in 2012, even though it still remains invite only. If you want an invite, leave a comment at the end of the article with your email and we’ll invite as many as we can! Read more…

Nice, simple site that allows you to design your own car and have it join the single lane super highway. I got transfixed by it and spent 20 minutes watching how different people imagine and then draw their car. There are 3710 cars on the highway right now. You can watch them drive by, or draw your own and it will join the front of the line.

This video by TO-FU has been receiving thousands of views over the last couple of weeks. It’s a great inspirational piece to watch on a sunny summer Sunday when the idea of going back to work tomorrow is killing you
Read more…

Let’s be honest. How many times when we work on an integrated or even on a purely digital campaign we think about online media executions since the very beginning? What’s your answer? I would say never, but ok, let’s go for a “very seldom”. Weird but true (in 2009), banners always come at the end of the creative process. Usually we are out of time and out of money to produce them and we end up with executions that even when they are good, they could surely have been better, and in particular they could have been more integrated with the campaign idea.
This is why I loved the Tiger Woods rich media by Freestyle Interactive that was shared last #interactivemonday.

Havaianas has gone global with a new colorful campaign. They’ve launched online a joyful video where they explore how feet dream when they fall asleep… you can find it on www.feetwantout.com, and I definitely hope they will add some additional interactive pieces, to make the website more complete and worth a second visit or an email sent to a friend.
From a marketing perspective, as said above, I feel the campaign (still) misses something online. However, if you look at the videos more from a creative point of view, you will surely agree they are very well done (and remind a little of the Coke Happiness Factory)…

“Webisodes are a new frontier” it’s a sort of a follow back of an article published a couple of weeks ago about viral marketing. Webisodes are an emerging form of online advertising which tries to invest more in creativity, in order to entertain and engage users. Recent webisodes’ examples are the Close Shaves used to promote Schick Canada, or the Chicken created for Burger King and the American Express’ spot featuring Jerry Seinfeld and an animated Superman.
Commenting the new trend in online advertising, Jeff Benjamin, interactive creative director at Crispin Porter + Bogusky said:

“We had sort of lost focus on the content and the concepts behind the sites. Now I feel like we’re at the beginning of a Renaissance.”
File under:creativity, webisodes

“Online creative is not very creative” says Jeremy Lockhorn on his latest column on ClickZ. I guess you already heard this sentence, but I’m also pretty much sure you don’t remember the solution to the problem. A “call for creativity” is a usual grief from the online advertising industry, unfortunately it’s not so easy to exactly explain what creativity actually is (especially on the Web). A reference to interactivity might help but, in general, I would says that online creativity is the ability to fully take advantage of the medium’s characteristics: multimediality, immediacy, interactivity. As Jeremy explains, video can play a crucial role in enhancing the creativity level and also the quality of online ads. The point is we need to connect with consumers from the very first beginning of the relationship. But, at the same time, we need to “respect” our target, being polite with our advertising messages, asking for a sort of permission when presenting ads in unusual or intrusive formats.

On New Media Age Jon Carney writes an excellent article on the lack of creativity (and excitement) in mobile marketing. The media offers incredible potentials, to develop solutions far more attractive than the text&win campaigns. It is up to mobile agency to work on creativity and go beyond this simple (yet effective at the moment) marketing tool. 3G will surely help the industry’s growth, but marketers need at first to fully understand the technology’s characteristics.